Cold calls that earn a conversation
Sobczak's book was written to take the fear and the "cold" out of cold calling. The key is to make the call smart: know something about the person before dialling so you have a relevant reason to call.
Research first
Spend a few minutes learning their situation: recent news, their website, a mutual contact. Even one specific detail changes how you sound.
A strong opening
- Who you are, briefly.
- Why you are calling them specifically.
- A value hypothesis: a result similar people got, phrased as possibility, not a promise.
- A question that invites them to talk.
Handle the reflex no
Blount points out that early "not interested" replies are usually reflex responses, not considered objections. Acknowledge, offer a short reason, and ask again for a small next step.
Say this
- “I saw you opened a second location last month. Owners in that spot often struggle to keep bookings in sync. Is that on your radar?”
Avoid this
- “Hi, how are you today? I'd like to tell you about our company.”
Apply it: Software sales (B2B)
Your product: a CRM for sales teams. Your buyer: a sales director at a 30-person company.
Write a four-part cold opener for your product (who, why them, value hypothesis, question). Practise it out loud until it takes under 25 seconds.
Study plan (40 min)
- Read: 20 min
- Written exercise: 20 min
Based on
- Smart Calling (Art Sobczak)
- Fanatical Prospecting (Jeb Blount)
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